Agricultural equipment distributor hungry to grow sales.

Challenge

AgriQuip imported and distributed a range of farm equipment with excellent reliability and performance. However, their brand awareness, reach, and inbound lead funnel was low. Inconsistent enquiries meant sales were hard to predict, making cashflow a headache. Varied lead management systems meant follow-ups were missed, and prospect management dependent on the salesperson's workload. The website was a product catalogue that hadn't been optimised for the digital buyer. AgriQuip's leadership tram knew they needed change, but with so many areas in need of attention it was hard to prioritise.

Another challenge was the very one they were trying to fix; cashflow. While the management team knew they needed to invest in marketing to drive growth they were unable to invest fully right from the get-go. Having seen other businesses invest in marketing but return minimal results they didn't want to throw good money after bad.

Approach

Working alongside the team at AgriQuip a planned and structured approach that would lay the foundation for growth was roadmapped. The team at Vanguard 86 onboarded the team onto the HubSpot CRM to create consistency in the sales approach, and pan-business visibility on the revenue pipeline. With a central foundation for sales in place, marketing came next.

To assist with cashflow, while ensuring compounding growth we implemented a 2 on 2 off approach to delivering marketing services. What became apparent was the decreases seen in the unmanaged periods. While organic search grew month-on-month due to They Ask, You Answer focused content the impact of focused campaigns became clear. On top of this Vanguard 86 moved the AgriQuip website onto the HubSpot CMS, and began to convert pages to search-optimised templates to accelerate visibility and digital conversions.